1. Hypodermic Theory: The media controls the media and influences the audience. The
audience is weak and vulnerable, easily led, drugged, dumb and duped.
Uses and gratifications theory: How do you use the media?
Education
Information
Socialise
Stress Release
Sexual Stimulation
Two step flow theory: This theory is that there are powerful sources called ‘opinion leaders’
that have the most influence and that these opinion dramatically change over time.
Recommendation engines: Where you pass things around through the web increasing
popularity. On websites it will bring up things similar to stuff you’ve already bought to show
you what else you could buy because you liked something similar.
Reception Theory: States that when faced with a message from the media, you can do one
of three things:
Agree with it – called the preferred reading
Disagree with it – called the oppositional reading
Modify it – called the negotiated reading